Thai beer Singha is set to reveal a sexy new identity in a bid to gain a more modern image, The Grocer can reveal.
A new international advertising campaign, which will be launched at the end of this month, features images of models scantily clad in strips of gold silk with text discussing the ‘seductive’ taste of the lager.
The company has replaced its former advertising strapline of ‘The Original Thai Beer’ with ‘The Lion of Asia’ to give it a more international appeal and enable it to compete with the likes of Tiger Beer.
The campaign features four stories: Lion Charm, Lion Appetite, Lion Revealed and Lion Wonder.
Singha Beer was recently repackaged from a stub bottle to a long bottle neck shape with a new label, as part of the company’s attempt to gain a more trendy image.